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The concept of countries as brands has been increasingly recognized in the post-modern global world. The terms "national brand" or "country brand" define a symbolic construct, which emphasizes the attractive, unique and sustainable qualities of a nation. This paper argues that the national brand and its competitiveness, based on the new approaches of nation branding using sociological and economic theories and concepts, can establish and communicate a specific image of national identity. This paper presents some empirical findings of a study that investigate Croatian national brand. Nation branding might be obtained by a sustained dialog between government, decision makers, business, cultural and civil community, leaders, and individuals in the society. A country brand, therefore, consists of an identity and image, as a system of signs and codes, where nation branding applies widely used marketing concepts for promoting the country's image and attractiveness. Finally, the paper argues that "national brand" or "country brand"is not just a function individually performed by governments or companies, but an integrated and concerted effort on behalf of all interested stakeholders.

U suvremenim se teorijama pojmu identiteta pristupa kao konstitutivnoj kategoriji, pa se tako i europski identitet u tekstu propituje kroz njegove konstitutivne elemente. U tekstu se konstrukcija europskog identiteta prikazuje kao traženje nove vrste identiteta, gdje tradicionalne nacionalne spone, kao što su teritorij, povijest, kultura i politička tradicija, nemaju jednaku ulogu kao u identificiranju s nacijom. Stoga se i postavlja pitanje "temelja" europskog identiteta. U članku se propituje izgradnja "novog" europskog identiteta koji bi trebao biti utemeljen na snažnom kolektivnom identitetu koji se očituje u lojalnosti građana prema Europskoj Uniji. U tom kontekstu dosadašnje suvremene kritike, kao i analitičke primjene pojma europskog identiteta, dotiču ne samo pitanje političkog legitimiteta, već sve više uzimaju u razmatranje dublje elemente koji su vezani uz njegovu "političko-emocionalnu" legitimaciju. ; The concept of identity in modern theories is studied as a constitutive category, so the European identity in the text is explored through his constitutive elemente. Construction of European identity is displayed in the text as a search for new kinds of identity, where traditional national bonds such as territory, history, culture and political traditions have the same role as the identification with the nation. Therefore raises the question of "foundations" of European identity. The article examines the construction of the "new" European identity, which should be based on a strong collective identity, and which is reflected in the loyalty of the citizens of the European Union. So far, context of contemporary criticism, and analytical application of the term European identity, is dealing not only with a question of political legitimacy, but increasingly take into consideration the deeper elements that are related to the "political and emotional" legitimacy.